THE POOL LANE ONE: MAKING A SPLASH WITH ONLINE VIDEO

This paper presents a large-scale study on the effectiveness of different online video advertising formats. During the process of more than a year, six major U.S. advertisers and seven media companies participated, including Allstate, Applebeeʹs, BlackBerry, Capital One, Purina, AOL, BBE, CBS, Discovery, Hulu, Microsoft, and Yahoo! Data collection and analysis were carried out in three phases. The results indicate the Ad Selector is the most effective format of online video advertising. Implications of this important finding are discussed.